Consumer perceptions of tensile price claims in advertisements: An assessment of claim types across different discount levels |
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Authors: | Abhijit Biswas Scot Burton |
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Institution: | (1) Louisiana State University, USA;(2) Marketing Department, University of Arkansas, USA |
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Abstract: | Findings are reported for two studies that examined the effects of three forms of tensile price claims (i.e., stating a minimum,
maximum, or range of savings) on consumers’ price perceptions, search and shopping intentions, and estimates of price reduction
across four different discount range levels. Hypotheses are offered based on a rationale drawn from an anchoring and adjustment
framework. Results of both studies indicate that for broader discount ranges, tensile claims stating the maximum level of
savings have more positive effects than those stating the minimum level or the entire savings range. For more narrow discount
ranges, tensile claims stating the maximum level of savings appear to be no more effective than claims stating the minimum
level or the entire savings range.
He received his Ph.D. in Marketing from the University of Houston in 1988. Dr. Biswas’s work has been published or is scheduled
to appear in the Journal of Marketing, Journal of Macromarketing, Journal of Business Research, Journal of Advertising, Journal of Consumer
Affairs, Psychology and Marketing, and Journalism Quarterly, as well as other refereed journals and proceedings.
He received his Ph.D. in Marketing from the University of Houston and a B.B.A. and M.B.A. from the University of Texas. His
research has been published in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of the Academy of Marketing Science,
Public Opinion Quarterly, and others. |
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